Once considered a risky bet, Romanian automaker Dacia has become Renault’s global profit machine. In 1999, Schweitzer acquired Dacia, an obscure, nearly defunct Romanian company. The deal was overshadowed by Renault’s alliance that same year with Nissan, which was nearly bankrupt at the time.
“Dacia is really a cash cow for the company,” said Renault Chief Operating Officer Carlos Tavares in an interview with Automotive News Europe.
Renault does not report individual results for its brands, but Morgan Stanley estimates that Dacia has an operating margin of 9 percent, which is more common for premium automakers. That’s good news for Renault, whose global automotive unit in the first six months of 2012 reported an operating margin of only 0.4 percent.
When the first Logan sedan launched in 2004, Dacia was unknown outside Romania, its home. Now, annual sales in the European Union have grown to 250,000 units, according to the European industry association ACEA. Dacia has become a global brand, with sales in 36 markets.
Un articol mişto despre ce înseamnă să ai viziunea şi tehnica necesară pentru a tranforma un brand muribund precum Dacia într-o companie profitabilă.